Ep. 72: Beyond the Tagline: Building Purpose-Driven Systems

What happens when the brand is not the lead but the work is? In this episode of Talking Tactics, Safy sits down with Deneen Gillespie to unpack a bold shift from traditional branding to purpose-driven systems thinking. From navigating system-level marketing to redefining what “brand” actually means, this conversation challenges everything you thought you knew about building influence. You will hear how focusing on collective impact, not just creative, can unlock real results across institutions. If you have ever questioned whether your brand is actually doing its job, this one is for you.

Guest Name: Deneen Gillespie, Assistant Vice President of Strategic Communications & Marketing, University of Illinois System

Guest Social: LinkedIn

Guest Bio: Deneen Gillespie is a senior communications and marketing leader with more than 25 years of experience guiding institutions through transformation, building high-performing teams, and translating complex priorities into narratives that drive action. Her work is grounded in a deep commitment to inclusive communications, rooted in the belief that who tells the story, how it is told, and who it reaches matter as much as the message itself. As Assistant Vice President of Strategic Communications and Marketing at the University of Illinois System, she oversees brand strategy, marketing, media relations, and system-level communications while partnering across three universities to advance a cohesive voice. She serves as a trusted advisor to senior leadership, shaping integrated strategies that support the System’s mission as a leading public university network. Throughout her career, Gillespie has championed clarity as a form of respect, ensuring institutions cut through complexity to reach the right audiences. Prior to her current role, she served as Senior Vice President at Collaborative Communications, leading work with institutions across education, advocacy, and philanthropy. Her earlier leadership roles at Loyola University Chicago and the University of Chicago reflect a track record of building communications ecosystems, restructuring teams, and fostering more human-centered institutional cultures. Beyond her professional work, Gillespie is a creative storyteller and active community advocate, and she holds advanced degrees and certifications in integrated marketing, leadership, brand management, and project management.

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Connect With Our Host:
Safaniya Stevenson
https://www.linkedin.com/in/safaniyastevenson/

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